Aircel has recently unveiled a set of three television campaigns for its consumer engagement activity ahead of IPL, 'Kaun Dega Man of the Match Award' contest.
The promotion is being done in partnership with Chennai Super Kings, of which Aircel is a sponsor.
The three campaigns show the winners of the contest standing in front of the mirror rehearsing before they come face to face with their cricket heroes. The following shot shows the winners posing for photographs with their cricket icons after handing over the Man of the Match Awards.
Explaining the thought process behind the campaign, Sambit Mohanty, executive creative director, McCann Worldgroup, said that the thought behind the campaign came from a simple insight that people (or winners of this contest) would be understandably excited or nervous about the prospect of coming face-to-face with their cricket heroes and would be rehearsing for the big day.
On the response to the campaign, he said it has been 'overwhelming'. He added, "We've done a complete surround campaign around this thought that includes radio, press and outdoor. To create buzz, we even did an employee participation contest for Aircel where an internal audition was conducted (On the lines of 'What would you say on meeting Dhoni?'). The winners of this contest get to hear themselves on radio!"
Mohanty said casting was key for these ads. "In order to keep it real, endearing and charming; we wanted the cast to be as unmodel-like as possible. It would've been very easy to caricature people who are Bengali, South Indian and Punjabi - but that's exactly what we've tried to avoid and the result shows."
Chief Creative Officer: Prasoon Joshi
Creative: Team McCann
Account Management: Team McCann
Production: Electric Dreams Film Co